MARUTI SUZUKI INDIA LTD.

Brand Positioning Strategies adopted

Presented By:
Nupoor Agrawal
HR002
Prem Batra
HR008
Rhythm Jolly
HR022
Surabhi Verma
HR058
Shantanu Singh
HR051
Gaurav Goswami HR016

SBM, NMIMS, Mumbai

MBA HR 2014-16

7/16/16

Journey of Maruti Suzuki India Ltd.

Brand Positioning and the Changes

Brand Campaigns

Model Specific Campaigns

Maruti Suzuki India

Ltd.
Maruti Suzuki India Limited (MSIL), -- formerly known as Maruti

Udyog Limited -- a subsidiary of Suzuki Motor Corporation of

Japan
Established in 1981 and launched 1st car in 1983
India's largest passenger car company
2 production facilities in India Gurgaon and Manesar
Product range -- Maruti Alto 800, Omni, Gypsy, Zen Estilo,
Wagon R, Versa, A Star, Ritz, SX4, Dzire, Grand Vitara, Ertiga,
Celerio

Positioning By Benefits

Campaign that highlights the vast network Of Service

Station
Maruti has the biggest dealership and service network.
Right from spare parts to customer reach ability Maruti has the

deepest market penetration.

Marutis first automatic offering

Idle for city driving

Petrol Khatam Hi Nahi Hunda

Win win campaign using a child and highlighting the fuel

efficiency.
Kitna Deti Hai
They hit the nail with the right campaign.
Targeted Indian's psyche which revolves around saving and

mileage.

K Series.
Launched The K Series engine.
Told about the engine that it never stops and is immensely

powerful and futuristic.

Ritz was the first car to have this and was launched as a fully

loaded car.

Positioning By Users

SX4
MEN ARE BACK
SX4 owners are sophisticated
FOR BOYS WHO WANT TO BECOME MEN
Thrill of speed, superior controls, powerful engine.

Also tried to portray the image of being safe.

INDIA Comes Home in a Maruti

Targeted the entire indian population in one go.
Had a spirit of Patriotism which Indians identify with.nt social settings
Used people from all age groups to reinstate the fact that its a brand

that has products for all ages.

Also used different social settings to showcase that they have cars for

all occasions and uses.

ALTO
The Lets go campaign.
Targeted younger generation from college going to newly

married couples.
Positioned itself as the First Car that you can buy.

Maruti Ertiga

Launched as a Family Car.

Kept in mind the Indian family structure and then associated

itself with a movie, which strengthened its position as a family

car.
They also played with the term LUV, interchanging between

Large and Life utility vehicle.

Change in Brand
Positioning
`

Count on
Us

Way of Life

Changing consumer mindset - demographically and

psychographically
Product being good and reliable is a hygiene factor and not a
differentiator
Look to become a part of our consumers life.
Colours of life and Joys of life.
Spirited - Orange, Blue for Value, Red for sports and Green for
authentic and straight forward.
Active on the digital platform

ow Utility

ALTO
CELERIO

WAGON R
I20

INDICA

FIGO

I10

BEAT

POLO

SWIFT

LOW COST
HIGH COST
PUNTO

BRIO
DATSUN GO

PULSE

EON

FABIA

RITZ
MICRA

LIVA

High Utili

Thank You